The document is a presentation on enhanced campaigns in search marketing, covering key changes such as cross-device optimization and mobile bidding set to transition by July 22, 2013. It outlines best practices for implementing these changes, including bid adjustments and the importance of historical data. The session concludes with a Q&A segment addressing campaign strategies and performance metrics.

1. William Goldfarb – Sr. Client Manager
Dustin Lewis – Sr. Client Manager
April 24th 2013
Enhanced Campaigns:
A Post-Apocalyptic Survival Guide

2. Presentation AgendaWebinar Information
• Being Recorded & E-mail with link provided
tomorrow
• Interactive – Okay to ask questions!

3. Presentation AgendaAbout Point It
• Launched in April 2002
• Seattle’s largest independent
search marketing firm
• SEM, SEO, Marketing
Automation and Web Design
• $30 MM in managed media/yr.
• Servicing clients across all
verticals and revenue models

4. Presentation AgendaAgenda
•Key Changes
•Specific Features
•How to Take Advantage
•Best Practices

5. Presentation AgendaFour Key Changes
1. Campaigns will run across all devices
 Optimizations for Mobile
2. Desktop and Tablet will align

6. Presentation AgendaFour Key Changes
3. Mobile bidding
4. Bids controlled by advertisers

7. Presentation AgendaEnhanced & You
New Transition Deadline: July 22nd, 2013!
• How will this affect my business?
• Brick & Mortar
• Lead Generation
• E-commerce

8. Presentation AgendaWhy Is This Happening?
• Google’s answer is twofold:
• #1) Relevance to intent and context
 Location
 Time
 Device

9. Presentation AgendaWhy Is This Happening?
• # 2) “Current situation is unsustainable…”

10. Presentation AgendaBid Adjustments
• Made at the campaign level
• Layered bidding
• Dimensions:
• Device
• Geo
• Time
• Mobile Devices Only

11. Presentation AgendaBid Adjustments Per Device
• Set bid adjustments between -100% and +300%
• A bid multiplier of -100% will opt ads out of showing on
mobile devices with full browsers

12. Presentation AgendaBid Adjustments Per Location

13. Presentation AgendaTake Advantage
Search Query: PIZZA
Thursday Morning: 11AM – Desktop PC – 5 Miles away
Saturday Night: 1AM – Mobile – 1 Mile away
More practical knowledge applied to enhanced campaigns:
• Busy Monday Afternoons
• 5PM Post-work rush
• National holidays
• 90% Bid Reduction during non-business hours

14. Presentation AgendaStacked Bidding
> Stacking bid adjustments will multiply
> Campaign level, mobile only
> Device – Phone (+10%)/Location – San Francisco (+15%)/Time –
5PM, Wednesday (+5%)
> Device – Laptop (0%)/Location – Santa Clara (+10%)/Time –
9AM, Friday (+15%)
> 1.33 x bid vs. 1.26 x bid

15. Presentation AgendaEnhanced Questions
Enhanced Q&A:
1. What should my CPA goals be? What about by device?
2. Do I want to enter the mobile space?
3. Is it worth making a tablet-optimized website?
4. Should I use bid multipliers by day/hour/location….

16. Presentation AgendaUsing Historical Data
0
50
100
150
200
250
300
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24
4.12%
3.47%
2.79%
5.79%
4.46%
0.00%
1.00%
2.00%
3.00%
4.00%
5.00%
6.00%
7.00%
Seattle Los Angeles Denver Wash DC San Francisco
Conversion Rate by City
# Conversions by Hour of Day

17. Presentation AgendaValue Track Parameters
• Directing users to device-specific LPs
• {ifmobile:m.example.com/product}{ifnotmobile:www.example.com/product}
• Workaround

18. Presentation AgendaOverview & Best Practices
Moving to Enhanced in 4 Easy Steps:
1. Review your historical data to set bid multipliers appropriately.
2. If Merging campaigns, choose the right “primary.”
3. Set time/device/location multipliers appropriately.
4. Upgrade Sitelink & Call extensions
Critical Knowledge:
1. All extensions must be manually upgraded.
2. No more phone numbers in ad copies – use extensions instead.
3. If you’re going mobile, stay in position 1 or 2.
4. If you merged campaigns, don’t forget to merge budgets.
5. Device and OS targeting is gone on search, but still on display.
6. Keep a close eye on your CPCs and budgets for the next week.

19. Presentation AgendaEnhanced Sitelink Extensions
New Sitelink Extensions:
Upgrade Notes:
• New 25 Character limit (!)
• Old data will be erased
• All sitelinks edited individually
• Don’t forget mobile sitelinks
• Recommend deleting old beforehand

20. Presentation AgendaEnhanced Call Extensions
New Call Extensions:
Upgrade Notes:
• Calls are now free
• Detailed call/lead reporting
• Device targeting/customization
• Flexibility/ad-group override
• Edit without data loss
• New dimensions reporting data

21. Presentation AgendaQuality Score Impact
• No change in assessment
• Mobile
• QS will take device into account
• Averaging QS

22. Presentation AgendaSummary
● Enhanced campaigns are not all bad
● Anecdote on performance
● Undeniably good new features
● More control in the future?
● Make the investment, receive the return

23. Last Chance to Ask Questions

24. Thank You
Will Goldfarb – willg@pointit.com
Dustin Lewis – dustinl@pointit.com
support@pointit.com
Point It Search Marketing Agency
www.PointIt.com